Sem Ashby. Not built by the system. Built by curiosity.

School couldn't keep up. So I started building instead. Not a typical path. Not a typical result either.

I move fast. Everyone said slow down. Take the safe route. I went with my gut. No degree taught me that. Doing it did.

Let's just say I've always been curious about how things work. Sometimes that curiosity didn't wait for permission. These days I ask first.

An eye for the details others scroll past.

Hard to summarize. That's kind of the point.

No degree. No agency. No template.

I trust my gut, even when the path looks messy. When something grabs me, I take it apart until I understand it. Then I build my own version. One that actually works. Some of it sticks. Some of it teaches. You made it this far, so you already get that.

Work

Dispatchly

Co-founder, 2026. Carriers lose parcels. Dispatchly claims the money back. Automatically.

£3–4K recovered in one month and 200 claims won in one month, for Camden Tools. Live site.

Strike

Client site, 2026. A Dutch sales agency in home sustainability. The site recruits their sales people and brings partners warm leads. Live site.

Camden Tools

Redesign and front end, 2025–2026. Professional tools, shipped from the UK to 21 locales. I designed the new storefront and built it into every page. Live site.

Bookie

Built for myself, 2026. My bank, Wise, DeGiro and the books in one dashboard. I ask. Claude answers. 4 money sources, synced on a schedule. 14 tools Claude can query.

Solibri

Client site, 2026, in progress. Solar for commercial property in Costa Rica. A 3D hummingbird guides you through it, in three languages: Spanish, English and Dutch. 97 Lighthouse performance on mobile.

Invoicify

Built for Zexy Studios, 2026. Hours in. Invoices out. VAT worked out per country. Claude bills the open hours. Built to carry any brand. 3 apps on one file: Mac, iPhone and MCP. 12 tools Claude can use.

Pardo.

Artist project, 2026. Spanish drill from a masked artist who doesn't exist. The songs, the face, the release: all made with AI. CENIZA on Spotify, RESINA on Spotify.

Outbound

Sales representative, 2024–2026. Door to door in 2024. On the phone since 2025. I build the lists, write the scripts and make the calls. Every reply lands in a CRM I built.

  1. Source: lists built from scratch.
  2. Enrich: emails and numbers found and checked.
  3. Reach out: cold email and scripted calls.
  4. Pipeline: every reply tracked in the CRM.
  5. Booked: a meeting in the calendar.

50+ cold calls a day. 10–14 meetings a week, target 8. 10 meetings booked in one day, a record. 8 meetings a day from about 10 cold calls at Close Force Company; the 8 a day for Dispatchly.

KAGE

Own game, prototype, 2026. Stealth at dusk. Swap between a shinobi who climbs and a samurai who fights. Hand-written ink shading, built with Claude in Unity. 2 days to a playable prototype. 24 gameplay scripts.

What I do

  • Websites and web apps (The Tailor): shipped sites, webshops, bookings, multilingual, hosting and maintenance, SEO. Made to measure. From scratch. No templates.
  • AI systems and automation (The Beekeeper): Dispatchly, custom CRMs, agents, MCP servers, chatbots, self-hosted AI.
  • AI video and image (The Director): ads, shorts and reels, music videos, cinematic stills, consistent characters, motion graphics. The machine shoots. I make the calls.
  • AI music and audio (The Conductor): two artist projects, Spotify, Apple Music, voice cloning, mastering. Two artists. Neither of them exists. Both on Spotify.
  • Sales and growth (The Suit): cold outreach at scale, lead sourcing, call scripts, CRM pipelines, positioning and copy.
  • Security (The Ronin): penetration tests, security audits, ISC2 CC. How things break, from the outside in.
  • Game and 3D (The Astronaut): KAGE, in Unity. The pipeline, in public. My first game, built in public. Every crash included.

Contact

There's room for one more. Join the army. info@semashby.com

Official member
of Zexy